ABSA/BARCLAYS THE HUMAN QUANTUM COMPUTER
- GRADUATE PROGRAMME 2018
Art Director: Nivedhna Manidutt
Writer: Vanessa Klevansky
Strategist: Antonio Petra
Creative Director: Vanessa Klevansky
Executive Creative Director: Gareth Paul
Animation: Wondermark
AWARDS
2019 Asssegai Awards_Online Campaign: Silver
2019 Asssegai Awards_Art Direction: Silver
2020 Bookmarks Awards_Digital Integrated Campaign: Bronze
2020 Bookmarks Awards_Craft Excellence in use of Sound: Craft Bronze
2020 Bookmarks Awards_Craft Excellence in Interactive Design: Craft Bronze
2020 Bookmarks Awards_Social Paid Advertising: Finalist
2020 New York Festival Awards_Financial Advertising (formerly Midas)_Use of Discipline/Medium-Marketing + Promotions: Shorlist
2020 New York Festival Awards_Financial Advertising (formerly Midas)_Use of Discipline/Medium-Online: Shortlist
The objective of this campaign was to attract the best minds for the Absa/Barclays graduate programme. They wanted to target STEM (Science, Technology, Economics & Mathematics) students for their 2018 campaign.
Being in the 4th industrial revolution students are concerned about their careers and whether they will be relevant in the workplace with machines taking over. The campaign idea 'The Human Quantum Computer' is based on the thinking that the next step in evolution is using our minds collectively the way fish, bees and birds do in nature. They are always in sync in the way that cannot be explained. With this campaign Absa assures students that they don't just believe in technology but the minds behind that will lead it as well. The campaign challenges graduates to collaborate and use their minds to help solve Africa's challenges. We posed real challenges from NGOs and students could offer solutions, move up the leader board and win prizes. This was a digital campaign which used banners, social media and online content to drive to the website.
As part of our online content, we also did an experiment to show graduates the power of the human brain and entices them to use theirs to help solve Africa's greatest challenges. We created a music track using the brainwaves of graduates and the Johannesburg Philharmonic Orchestra.